Pat Griswold: Essential Steps to increase sales

Good marketing and business practices are not

prejudice to the size or type of business . . .

YOUR business is not

different!

I have nothing to offer you regarding the operations of your business . . . outside of dish washing!

Are you tired of people trying to

sell you advertising at the local level that producesonly short term results?

Want some sneaky “under the radar” marketing that really works . . . that 98%

of your competitors will NEVER hear about let

alone do?

Do you want to leave today clearly understanding ;

The Wrong WayThe Right WayAn EZ 4 Point Plan to

Alan Donatelli Dona Vito’s Italian Grille in Ohio. Started working with him October 2011

• Record December 2011

• Jan. 2012 sales HIGHER than his DEC. 2011 sales & (30% higher than Jan. 2011).

• February 2012 sales were 28% higher than the previous year.

• Set a very big personal goal to meet by the end of 2012 . . . a goal that he would have NEVER thought possible. Goal was reached.

Want to Know How?

Ready ?

FIRST

A VERY Important

Question:

How Many Countries are there in Africa?

Relevance?

US$ 300+ Billion

Over $40 Billion in Annual Sales

1983

100% travel - globally first seven years!

Mr. Fat Passports. 40+ Countries

1990

Why I am here with you!

Went out for Dinner!

Walked out the Owner!

Focus some time . . .

25th oldest & 5th oldest

2002

Not knowing what to do I made a very high caliber strategic move . . .

Please name thosepizza / restaurant marketing experts.

Bill MarvinJoel CohenPhyllis Ann MarshallRory FattLee MilteerPaul HartunianMichael AttiasKameron KarringtonBig Dave OstranderJeff Slutsky and about 20 more

$100,000 Club!

Some Serious Reading Time

Pat, what are you doing!?

The rest is history . . .

A Few Key Things

Warning!

Having the Right Mindset is

Critical!

Kennedyisms

What business are we in?

Marketing:

The only way you can spend money that makes

money

come back.

Purpose of a customer is to get

a sale.

Purpose of sale is to get a customer.

Lead vs Customer

Everything that happens is the result of systems. Good or

bad.

How many ways can you market your

business?

Why do most businesses“advertise”?

“I need more customers.”

REACTIONARY

Why over 90% of restaurant advertising is dead wrong.

Message – Market - Media

Suzy “Space Seller” and William “Whip Something Up”.

Besides, their way starts with the last step first. What would you expect the results to be?

Pretty Simple:

Fills Space and Looks Prettyor

Makes people respond . . . And give you

Critical Components

• Compelling Headline• Strong Offer• Testimonial• Guarantee• USP• Call to Action• Payment Options• URL• Social Media• QR Code• Contacts• Hours of Business

Do YOUSell Prices?

14%*Nations Restaurant News

Unless price is your selling point (Little Caesar's) don’t focus too much on being price competitive in your market.

With a 10% Price Increase . . .

You would have to lose thirty percent of your sales BEFORE you started destroying your previous level of profit.

The Longo family for raising $7,824.69 at Pizza for Paws! This fundraiser was 3 days long and was held at Longo's Pizza and Joey's Italian Grille. They sold 681 pizzas and gave us 100% of proceeds! We truly appreciate your generosity and support for our organization!

Customer Loyalty

• Airlines• Hotels• Casinos• Grocery Stores

• Restaurants

–Restaurants

It is significantly easier and less expensive to get the customers you already have to visit more often and spend more . . . than it is to get new customers in the very first time.

Survey Says:

•Latest Technology•Done for Me•Works

Totally Automated . . .Done 4 You

. . . and available TODAY!

Businesses with a detailed customer database and

their buying history can be sold for up to 30-

50% more.

Great Easy and Inexpensive Way to

Get NEW Customers . . .

“We Cater”

The most popular restaurant catering marketing campaign.

Attack

Your Top 100 Businesses

EZ Drop Off Catering

How do you “stick out”?

Think of Social Media as jewelry.

It helps your marketing convert

at higher rates by keeping your name and brand out

there.

Red Mango

Lewis HowesLinked Influence $97

Email

Not automated. Single “broadcasts”.

For the record, the automated emails in the GRS Sales Builder system contain professionally written “copy” using the best direct response marketing techniques in the world.

Copy writing value = $30,000 - $50,000

Raise your hand if you get a wave of hungry customers willing to pay any price . . . for hours and even days . . . after each broadcast email YOU send out.

Common Subject Line:

Dinner for Two Only $19.99

John, Bad News . . .

Please Don’t Read This . . .

Cathy, Was it You?

Tom, Don’t Be Shocked But . . .

It’s True . . . We Are Closing . . .

Sandy, I Wanted to tell You First . . .

OK, but then

what do I say?

Read this . . .

2013

If you do not have a solid weband mobile presence today . . .

That is like NOT being in the telephone book 25 years ago.

Produce and mail a monthly, personalized Newsletter.

Hot Seat

Describe your market

Main Reasons We Lose Up to 20% of Our Customers

Annually:

• Unhappy (80/20)• Relocation (Job, Divorce) • Economics• Death• Jail

How much wouldyou like to

increase your sales?

A Simple Calculation!

My (Increase) Goal _____Average Ticket _____Annual Customer Value _____New Customers Needed _____

What are you waiting for?

Go get ‘em!

Suzy and Bill are ready to help!

4 Steps to Get you There

Keep in mind all your “other marketing” is still going on.

The purpose of this strategy is to build your sales and database by a specific amount and replace lost

customers.

It is proven year after year that more people will

respond to

type of marketing more than anything else, by far.

Hmm . . .

Ever been to a wedding?Paid a Bill?

Personalized, Emotional, Direct Response Marketing

Communicated via Direct Mail / Postal Mail

And that won’t change anytime soon.

My Conversion Rates

Birthday Greeting

Email 15%Postcard 24% (60% Higher)

Rewards Certificate

Email 41%Postcard 61% (49% Higher)

Step #1

Build a Unique, Personalized, 3 Step, Direct Mail Campaign.

Step #2

Identify your “Sweet Spot”.

Use POS data to find it.

Ticket average and zip code.

YOU may already know yours.Who else has YOUR list?

Step #3

• Obtain a List and scrub it.

• Let’s Calculate how big of a list we need.

Step #4 Mail, Mail, Mail!

On Tuesdays

No Less Than

3 TIMESNext to Content

That Is What Sets You Apart

Stick Out

A - B - C Mail

Stories

PLEASE Do not confuse yourselfwith your customers .

Important

We’ve invested a lot.

Therefore, incentivize staff to “sign up” all

customers.

“Shock and Awe”

New customer welcome pack.

In Summary . . .

They Don’t Care Who You Are.r

------------

They Want to Know WhatYou Can do for Them.

---------And what sets YOU apart.

ROI

• Cost of list

• Cost of mailing

• New customers and their life time value.

Who likes the 3 Step

mailing idea?

The actual campaign (3 mail pieces)

becomes an ASSET of your business. You can use over and over again year after year to generate new customers and revenue.

YESYou have a story!

Direct Response Copy Writing is an Learned

Art.

Copy Writing Components My #1

Raw materials Business ProcessInterviewResearch OutlineSecond pathSubliminal triggersCalls to action

Don’t spend any more money. Just spend some of the money you already do in a better way . . . on a great $$$ making asset.

Your Investment

Why direct mail thousands of homes and people over and over again that will

NEVER patronize you.

Shot Gunning vs Sharp Shooting

Quantity vs Quality

A Better Investment than:

Newspaper and other ads

Radio spots (that cannot be tracked)

Flyers and other weak mail that the vast majority ends up in the trash . . .

Interested in a Professionally Written, 3 Step Campaign that will get results?